The role of brokers is rapidly evolving along with adoption and expansion of benefit marketplaces. For brokers, whose role is far from just transactional, a benefits marketplace platform presents an opportunity to diversify products and services and expand relationships by adding value to dollars spent by consumers. To do this successfully, brokers need to understand how tech-enabled shopping and enrollment platforms can fit into their business strategy. More importantly, brokers have the opportunity to grow market share by using these platforms to differentiate, enhance how they do business, and establish themselves as the trusted advisors to their clients.